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The writer Eva Wiseman recently identified a new journalistic genre, which she calls “first person pretty”: articles by women who are, or at least feel, attractive – but whose attractiveness is a double-edged sword, attracting jealousy and spite.

In other words, that’s where the money is – the normal-looking blokes have it. Forty years on, for the most part men still act, women still appear. The ideal of male agency and female beauty goes back millennia.

So why don’t they turn their backs on all this va-va-voom dressing, all the make-up and high heels and beautification? Or a world in which to look normal is to look ugly, or in which I can increase my power several notches just by how I dress. Just think of John Malkovich, another normal-looking leading man. ” The Big Short, the film adaptation of Michael Lewis' book of the same name about the causes of the financial crisis, opens in UK cinemas this weekend.

On being asked what he most disliked about his appearance, he said, “I don’t think about it. How will the story stack up against the greatest films about business?

” The first thing I thought was: this woman has just won a tennis tournament! And I can’t imagine John Inverdale ever making a comment about Andy Murray being a normal-looking bloke.

Because, even though the world is full of normal and pretty women, the world we see – the world of television, films, magazines and websites – is full of women who are top-of-the-scale beauties. That’s why men want their female partners to be a bit younger than they are.

“Why not champion femininity rather than abolish it?

Why does no one encourage women to exploit men whenever they can? The other day, a man said to me, “Look, women have money these days, they have independence, they don’t want to be judged on how they look. I don’t live in a world of being judged on my looks.

This sounds like a story which should be on The Onion, but unfortunately it’s not meaning it must be deadly serious.

Beautiful is a dating and networking site with a specific niche it has carved out for itself.

As the feminist writer Ariel Levy pointed out in her book Female Chauvinist Pigs, lots of women seem to want to become pornographic versions of themselves, mainly because it works. They felt they couldn’t beat men, so they decided to join them. As Levy says, “Only 30 years ago, our mothers were 'burning their bras’ and picketing Playboy, and suddenly we were getting implants and getting the bunny logo as supposed symbols of our liberation.” And Catherine Hakim, senior research fellow of sociology at the LSE, might just agree.